Showmen's Trade Review (Jan-Mar 1945)

12 SHOWMEN'S TRADE REVIEW February 24, 1945 Melvan Reduces Prices as Birthday Present to Patrons/ Borland's 'Warning' Herald It's almost too good to be true. After days of snow, rain, extreme cold, sleet, slush and general discomfort, the weather has taken a turn for the better. True, there's a crisp breeze outside, but 45 degrees is much more endurable than 10 or IS degrees above zero. And in place of the snow and sleet are bright sunshine and a cloudless sky. Usually glad we are on the in more. We are going to run the same high-class pictures we have always run. We are adding an extra change of pictures per week so you can come oftener. On the whole, it will cost us a lot more to make the change. When we came here, you will remember that our president, Gertrude L. Huffman, said that our policy always would be to give the best possible show in a quiet, clean and comfortable theatre, and that we thought you would support that policy. We think that you will support our new policy. Come and see us, and we will give you the same quiet welcome that we have been giving you during the past year." In the "How Can We Do It Department," H Ton've Been WARNED Before! ... by Uncle Sjm not to dilcuss . . . traop movements . . ship sailings ... or war equipment ... a careless word may give the enemy useful informatron or may cause needless deaths. IF YOU MUST TALK. TALK ABOUT THE .NEWLY REDECORATED Louis Theatre 35^h 2t Michigjn Avenue HUGH S. BORLAND. Manager VICTORY 069S • PRIDE OF THE SOUTH SIDE! . . . always presenting the best picturei ... in modern . . . comfortable . . . clean . . . pleaunt . . . quiet . . . friendly . . . surroundings . . . soft, comfortable seats . . . adding more pleasure to your evening's entertainment . . . latest type of high intensity lamps . . . projecting a clear . . . flickerless . . . snowwhite tight on the screen . . latest type of projectors . . . projecting a picture as steady as the Rock of Gibraltar . . . new enlarged screen . . . clearer vision . . life-like pictures ... no eye strain . . . latest RCA sound system reproducing clear, life-like tones . . . our modern heating plant will always keep you nice and warm . . . regardless of how cold it is outside. — No wonder the new slogan: "Let's -Co -to -theLouis" is sweeping the south side like wild-fire . . . every week hundreds of south-siders are switching to tho Louis for thoir entertainment . . . how about you? ... If you are not one of them . . . make your next show a Louis one . . . why not tonight . . . there is a difference . . . come over and be convinced . . . your first visit will make you a regular patron ... As the Old Maestro, Ben Bernie, would say: "The Mosta of the Bcsta" is always found at the Louis Theatre. P. S.~HeIp Uncle Sam w kindly pass on to a friend c I paper. When through reading, an acquaintance. OUR POLICY MATINEE EVERY DAY Week Dayi Do«ri Op«n 1:00 P.M. Show Starn 1 :30 P.M. Sundayi and Holidayi Doori Open 12:00 Noon Show Sram 12:30 Adulti I7e Plut Tax Children 10c Plui Tax Sundayi and H^lidayi Shown here are the front and center spread of the novel patriotic-institutional herald used by Manager Hugh S. Borland of the Louis Theatre, located on Chicago's south side. Vertical rules on cover and horizontal rules at bottom of center spread were red and blue for that patriotic effect. More details anent the unusual program will be found in this edition of Program Exchange. side looking out, we now long to be outside. The crowds on the street below are moving merrily along in a happy and care-free mood. It's remarkable what a change in the weather can do. But there is work to be done, and right at this moment we are confronted with this week's edition of the Program Exchange. So, without further ado, we shall launch into the business at hand. We were glad to see that Thomas Di Lorenzo, manager of the New Paltz Theatre New Paltz, N. Y., devoted space to the recent March of Dimes drive on the front page of his program. Instead of using just an underline, Di Lorenzo gave over half the page to the effort, utilizing the sketch of the "please, mister, do your best" girl and copy concerning the industry's goal in the 1945 drive. Good work, Tommy. Inside, Di Lorenzo is effecting a splendid balance between subject matter and white space, with the result that the inside spread is much more attractive and readable. La Nopalera, program for the Melvan Theatre, Los Angeles, has gone back to its original size after being issued in a smaller format to conform with a temporary paper shortage. The front-page headlines are printed in red. An editorial announces a reduction in admission prices as the theatre's first anniversary gift to its patrons. Says the editorial, in part : "We have brought (our admission price) down to the pre-war price, and we think we are the only theatre in the United States to reduce its admission price during the war. We are not reducing the wages of our workers. We are not reducing anything except the admission. We are paying the same price for films, our rent has gone up, our light and power costs us more because we are using Editor Harry Edwin White announces coming attractions in i manner that compels the reader to start at the beginning and continue until the titles and stars have been well impressed on his mind. Here's what we mean : "Sure, we are going to keep on running the big pictures. Just wait and see them at the Melvan for a quarter. You Know 'Mrs. Parkington' of course, and she isn't a 'Bride by Mistake,' either. 'Casanova Brown' isn't the reason 'Masie Goes to Reno,' though he's some boy. 'Rainbow Island' sounds interesting, especially when Dorothy Lamour is on it. We don't know how the fishing is in 'Frenchman's Creek,' but it would be strong competition for 'Lost in a Harem,' which causes Abbott and Costello a lot of grief. All of these pictures are coming, besides a lot of other big ones, so just wait and see them at the Melvan." If his first program is any criterion of what to expect, we shall look forward eagerly to more of the seat-selling house organs put out by Hugh S. Borland, manager, of the Louis Theatre on Chicago's south side. Hugh promises to mail them to us at regular intervals. His "You've Been Warned Before" circular, whose front page and inside spread are reproduced on this page, is an extremely novel and effective stunt. And to make sure that it was brought to the public's attention, he went along with a group of boys while they distributed them house to house. At this writing (before the program is prepared for reproduction) we are not sure whether the copy will be legible enough without the use of a magnifying glass. So, just to be sure that our readers get an idea of Borland's combination patriotic-institutional copy, we are reprinting it herewith. First Page : "You've been warned before . . . by Uncle Sam not to discuss . . . troop movements . . . ship sailings ... or war equipment . . . a careless word may give the enemy useful information or may cause needless deaths. If you must talk, talk about the. . . ." Second Page : ". . . newly redecorated Louis Theatre . . . pride of the South Side ... always presenting the best pictures ... in modern . . . comfortable . . . clean . . . pleasant . . . quiet . . . friendly surroundings . . . soft, comfortable seats . . . adding more pleasure to your evening's entertainment . . . latest type of high intensity lamps . . . projecting a clear, flickerless, snow-white light on the screen . . . latest type of projectors, projecting a picture as steady as the Rock of Gibraltar . . . new enlarged screen . . ; clearer vision . . . life-like pictures ... no eye strain . . . latest RCA sound system reproducing clear, life-like tones . . . our modern heating plant will always keep you nice and warm . . . regardless of how cold it is outside. No wonder the new slogan, 'Let's go to the Louis,' is sweeping the south side like wildfire . .' . every week thousands of south-siders are switching to the Louis for their entertainment . . . how about you? If you are not one of them . . , make your next show a Louis one . . . why not tonight ? . . . there's a difference . . . come over and be convinced . . . your first visit will make you a regular patron. As the old maestro, (the late) Ben Bernie might say : 'The mosta of the besta' is found at the Louis Theatre. P.S. Help Uncle Sam save paper. When through reading, kindly pass on to a friend or an acquaintance." Our reaction to Borland's copy is such that if we were in Chicago, and especially o» the south side, we'd head straight for his theatre. It inspires moviegoing to his particular house in a compelling, irresistible way. And before we forget, two ads on the back of the programs covered their printing cost. Let's hear from you again, Hugh. Well, we've resisted that sunshine and balmy breeze long enough. We've just got to go out and bask in it. We'll be back again, when the weather will probably be much colder. Displays Old Stills as Part of Circuit's Anniversary Celebration Stunning window displays were promoted by Ivan Ackery, manager of the Orpheum Theatre, Vancouver, B. C, in connection with the 25th anniversary of Famous Players-Canadian and Paramount's "Our Hearts Were Young and Gay." In addition, the theatreman imported Al White, world's No. 1 movie fan of Portland, Ore., with his famous collection of movie stills showing stars of yesteryear. Fifteen frames of the stills were displayed in the lobby and created a great deal of interest. — Van. Massachusetts Governor Ajds , , , 'Victory' Showing in Boston ' A governor's proclamation and valuable window tieups dominated Boston's "Winged Victory" campaign in that city's promotion of the 20th Century-Fox production. Emil Groth, RKO general manager and his publicity director, Red King arranged with Gov. Maurice Tobis) to declare the picture's opening engagehierlt at RKO Keith Memorial Theatre "Army Air Forces Week." The city's most prominent department store windows gave generous space to Army Air Force exhibits in connection with the showing. Co-op Ad Steps Up Campaign Manager Larry Levy of Loew's Colonial Theatre, Reading, Pa., and Ed Gallner, MGM exploiteer, stepped up the campaign for "Thirty Seconds Over Tokyo" by "selling" the local department store on the idea of running a cooperative advertisement featuring photograhs of local flyers in the Pacific area with tie-up copy on the film.